Does It Pay to Edit Your Real Estate Photos Yourself?

It may well be that the most important part of real estate photography is the post-production phase of a photo editing service. It does not matter if you are a casual camera buff or a professional photographer with a keen eye for design, lighting, and a host of other elements that comprise the art. For pictures to be of the highest quality - indeed they must be in today’s competitive market - careful and creative editing is essential.

It is essential; it is also time consuming. Capturing the ultimate shot of the front elevation of a home or the updated kitchen begins with careful planning and preparation. Once that is done, the photo shoot itself may not take all that long, even though dozens or hundreds of photos may be taken and culled to the best examples. Really, most of the time needed to create captivating photographs is spent during editing.

So, a relevant question to ask when deciding whether or not to edit your real estate photos yourself is: What is my time worth?

Time is of the essence

Photographers entering the world of real estate marketing learn quickly that the turnaround time needed when getting a home to market is extremely tight. If you as an agent are considering (or already conducting) photo editing as a function of your job, you might be putting yourself in an unnecessary bind.

As a listing agent, you know your responsibilities when taking a home to market. And there are many:

• Meet with prospective client
• Recommend home improvements (or at least decluttering)
• Pull the comps and help set a price
• Fill out the listing paperwork
• Stage the home
• Create new MLS listing
• Post listing to social media
• Implement marketing plan (print materials, open houses, virtual tours, etc.)
• Respond to potential buyers
• Conduct showings
• Negotiate contracts
• Schedule inspections
• Attend the closing

As you are aware, that list is not even complete. Nor does it have much room in it for photography, let alone photo editing. With all of the roles that an agent must fill, it is extremely difficult to meet the stringent timeline for getting photos published on your own. So you are left with two options: take too long trying to edit your photos, or don’t take long enough and allow the quality to suffer, a strategy that far too many agents employ.

Actually, there is a third option. You can hire a professional photographer or photo editing service to help you get a house to market as soon as possible for your clients. Turnaround for professional photo editing is usually less than forty-eight hours.

Time is money

Beyond the sheer time it takes out of your already busy schedule to shoot and (especially) edit your photos, there is the opportunity cost to consider.

Let’s assume that you are careful to include only professional and polished photos with your listings, on your postcards and brochures, and on social media platforms. Nevermind the specific dollar amounts attached to what you do for a living - that figure looks different for agents of differing abilities and in different markets - your time is worth something. It may be wise to consider what you could be doing for your business if you were not glued to a computer screen performing photo edits on all of your pictures.

Because you became a real estate agent and not a full-time photographer and editor, it is also reasonable to assume that the majority of your money is made by building and nurturing relationships rather than through technical tasks. Therefore, economy dictates that any exercises that take you away from the meat and potatoes of your business will also diminish your bottom line.

What does professional editing cost?

Some agents undoubtedly prefer to shoot and edit their own photos because photography is their passion and an integral part of their business. But many simply believe they cannot afford a professional service. Unfortunately, that view leads to a loss of profits, not a gain. That is because photo editing is affordable. The advantages of professional editing outweigh their reasonable cost. By far.

Here are a few of the editing services offered by Baltimore area Hometrack Real Estate Marketing and their posted prices:

• Virtual staging. Traditional staging is expensive and time consuming. Virtual staging, on the other hand, is a cost effective way to spruce up a room (or fill an empty one) in any one or more of several decorating styles at a fraction of the cost. Price: $35/photo (when ordering 5 or more, $45/photo for 4 or less)

• Blue sky replacement. This service makes up for less-than-ideal conditions when capturing images of a home or property. A dull and cloudy day can be turned into a bright and cheery one with blue sky replacement. Price: Included in every Hometrack photo!

• Twilight conversion. There is something stunning about a home photographed at the “golden hour” just before sunrise or after sunset. But that “hour” is only about fifteen minutes long - not too convenient for every photo shoot. Twilight conversion can take a regular photograph and make it look like it was taken at dawn or dusk. Price: $50

• See-Thru Windows. Interior photography sometimes does not produce wonderful views through the windows. Make your windows see-thru enhanced with photo editing. Price: Included in every Hometrack photo!

Other editing services are available as well. If the sky can be made bluer, why not the grass greener? And if an entire interior can be staged virtually, why not remove a mark on the wall or a toy that was forgotten on the floor?

As you can see, editing prices are more than reasonable. In fact, they are tough to pass up. Or at least they should be. It is not worth your time, most of the time, to try it yourself when a professional editor can do it in less time for less money than you are sacrificing. Oh sure, you could click on the default image settings in a photo editing program and get “similar” results, but you will not get professional results.

Truth is, editing your own photos usually does not pay. Not in terms of time that would be better spent elsewhere, or a less-than-professional result, or the knock on your brand identity, or the diminished value you provide your clients. Do what you do best and leave the editing to an editor.